The Role of the Internet andSocial Media in the IMC Program

Dr. George BelchSan Diego State University

The Role of the Internet andSocial Media in the IMC Program

Dr. George BelchSan Diego State University

Create Awareness

Create Awareness

Create an ImageCreate an Image

Generate Interest

Generate Interest

Disseminate Information

Disseminate Information

Stimulate TrialStimulate Trial

Create a Strong Brand

Create a Strong Brand

Create a Strong Brand

Create a Strong Brand

Create an ImageCreate an Image

Disseminate Information

Disseminate Information

Generate Interest

Generate Interest

Create Awareness

Create Awareness

Internet Communications Objectives

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ObjectivesObjectives

Under Armour Uses the Internet to Launch The New Prototype Campaign

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Huggies Provides Valuable Information on Its Site

Levi’s Uses Its Web Site for Image Building

CommunicationCommunicationCommunicationCommunication

ContactContact

CommerceCommerce

ConstructionConstruction

ContentContent

CommunityCommunity

CustomizationCustomization

CommunityCommunity

ContentContent

ConnectionConnection

CommerceCommerce

ContactContact

The Website

Web Design Issues

Web Design Issues

Context

Site’s layout and design, Look and Feel

Context

Site’s layout and design, Look and Feel

Commerce

Site’s capabilities to enable commercial transactions/

scheduling

Commerce

Site’s capabilities to enable commercial transactions/

scheduling

Connection

Degree site is linked toother sites

Connection

Degree site is linked toother sites

Customization

Site’s ability to self-tailor to different users or to allow users

to personalize the site

Customization

Site’s ability to self-tailor to different users or to allow users

to personalize the site

Community

The ways sites enable user-to-user communication

Community

The ways sites enable user-to-user communication

Content

Text, pictures, sound and video that webpages contain

Content

Text, pictures, sound and video that webpages contain

Communication

The ways sites enable site-to-user communication or

two-way communication

Communication

The ways sites enable site-to-user communication or

two-way communication

Issues in Web Design and Customer Interface

A Well Designed Web Site

Commerce

Connections

Communication

Customization

Content

Good Overall Context

Internet Sales Objectives- E-commerce

May be primaryor secondary

objective

May be primaryor secondary

objective

The direct selling of goods and

services through the Internet

The direct selling of goods and

services through the Internet

The direct selling of goods and

services through the Internet

The direct selling of goods and

services through the Internet

Rapid growth rates likely to continue

Rapid growth rates likely to continue

Rapid growth rates likely to continue

Rapid growth rates likely to continue

Fast growth in “downloadable”

purchases

Fast growth in “downloadable”

purchases

Fast growth in “downloadable”

purchases

Fast growth in “downloadable”

purchases

E-Commerce on the Web

E-CommerceE-Commerce

Both consumer and business-to-businessBoth consumer and

business-to-business

Amazon has become the leading online retailer

AdvertisingAdvertising

Sales PromotionsSales Promotions

Personal SellingPersonal Selling

Public RelationsPublic RelationsPublic RelationsPublic Relations

Personal SellingPersonal Selling

Sales PromotionsSales Promotions

AdvertisingAdvertising

Integrating the Internet into an IMC Program

Direct MarketingDirect Marketing

The Internet site should be

integrated with:

The Internet site should be

integrated with:

Paid SearchPaid Search

Behavioral Targeting

Behavioral Targeting

Contextual AdsContextual Ads

Additional FormsAdditional Forms

Rich MediaRich Media

Web Ads – Cost Per Impression

Web Ads – Cost Per Impression

Paid Search/ Behavioral Targeting

Paid Search/ Behavioral Targeting

Contextual AdsContextual Ads

Rich MediaRich Media

Integrating the Internet – Advertising

Internet Advertising

Has a Variety of Forms:

Internet Advertising

Has a Variety of Forms:

Banner Ad and MSN.com

Verizon Banner Ad

Paid Search

Ads

Internet Search Advertising

• Search Engine Marketing – the entire set of techniques and strategies used to direct more visitors from search engines to marketing web sites

• Paid Placement – Text only ads targeted to keyword search results on search engines through programs such as Google AdWords, Yahoo Search, or Microsoft Sites (MSN/Windows Live). Sometimes referred to as Paid Placement, Pay-per-click, Cost-per-click advertising

Search Engine Marketing

• Behavioral Targeting – targeting online ads to consumers based on their Web searching behavior

• Contextually Targeted Ads – Text ads targeted to the content of web pages using programs such as Google AdSense Placement of ads determined by content of the web page where they are shown

• Organic Search Optimization – practice of using a range of techniques to improve how well a site or page gets listed in search engines for specific topics

Rich Media

Online CommercialsOnline CommercialsOnline CommercialsOnline Commercials

Video on DemandVideo on DemandVideo on DemandVideo on Demand

WebisodesWebisodesWebisodesWebisodes

Other FormsOther Forms

“A broad range of interactive digital media that exhibit dynamic motion, taking advantage of

enhanced sensory features such as video, audio, and animation.”

“A broad range of interactive digital media that exhibit dynamic motion, taking advantage of

enhanced sensory features such as video, audio, and animation.”

BMW was one of the first to use webisodes

Sales Promotions Are Common on Websites

Nike Uses the Internet for Public Relations

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Often used by catalogers

Often used by catalogers Highly targetedHighly targeted

Relies onemail listsRelies onemail listsRelies onemail listsRelies onemail lists

Highly targetedHighly targetedOften used by catalogers

Often used by catalogers

Direct Marketing and the Internet:Direct Mail (Email)

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Attempts to reach those with specific

needs

Attempts to reach those with specific

needs

Direct Mail(Email)

Direct Mail(Email)

Social Media

• Online technologies and practices that people use to share content, opinions, insights, experiences, perspectives and media themselves.

• Created, initiated, circulated and used by consumers intent on educating one another about products, brands, services, people and issues

The Social Media Landscape

Examples of Social Media

• Social networking web sites (MySpace, Facebook, Twitter)

• Creativity works sharing sites– Video (youtube), photos (Flickr), music (Jamendo)

• User-sponsored blogs (Cnet.com) • Company sponsored blogs• Company sponsored cause/help sites • Business networking sites (Linkedin)• Collaborative websites (Wikipedia)• Commerce communities (ebay, Amazon)

Popular Social Media Sites on the Internet

Uses of Social Media in IMC Mix

• Enables companies to talk to their customers • Way to engage customers (contests, online

voting, online games, submit ideas• Enabling consumers to see others using a

product• Provide information to customers• Enables customers to talk to one another as

well as companies– Word-of-mouth

• Support causes that are important to consumers

• Excellent way to target specific types of consumers